Nearly 4 out of 10 US marketers have recently used Amazon DSP. That’s just behind Google’s well-known tool and ahead of The Trade Desk, which many marketers cite as the most prominent independent demand-side platforms.
Of course, when it comes to new and emerging marketing opportunities, getting theright measurement in place is absolutely critical. Without it, marketers can’t make the necessary changes to optimize their investments. Measurement is getting even harder in the Era of Privacy, with 52% of marketers reporting increasing their measurement analytics and technology spending to adapt to these changes.
Skai’s Andrew Stauffer tips for measuring success on Amazon DSP
Stauffer is a retail media expert who stresses the need for practitioners to not get some myopically focused on ROAS—especially for upper or mid-funnel campaigns.
“It’s important for brands and advertisers leveraging Amazon DSP as part of their holistic Amazon advertising program to understand the needs for different goals and KPIs for different types of campaigns,” says Stauffer. “ROAS won’t always be the end-all/be-all for every campaign.”
WATCH HIS FULL COMMENTS BELOW
Skai’s view on Amazon DSP
Sometimes, emerging marketing opportunities can force the industry to reconsider the boundaries of legacy silos, such as which channels they should be categorized. Amazon DSP, for example, could be considered retail media because it’s offered by a retailer, display because it mainly runs display & video ads, or programmatic because generally, its these teams that run DSPs.
“Recently, lines are getting blurred between programmatic and brand awareness,” says Skai’s Gil Sadeh, Chief Growth Officer. “The potential with Amazon DSP specifically is even more interesting because it’s very close to the end sale. This gives it a lot of transparency, is very measurable, and therefore is something we believe is part of the omnichannel full-funnel experience we want to give our marketers.”
Skai’s intelligent marketing platform includes solutions for data and insights, retail media, paid search, paid social, app marketing, and marketing measurement.
With the addition of Amazon DSP, you can now programmatically reach your target audiences and enable activation across your customer’s journey, from one platform solution. Skai has created valuable functionality on top of the Amazon native solution such as automation, bulk editing, experiments, and custom reporting options to help customers work more efficiently and effectively. We also help you with measuring success on Amazon DSP effectively.
- Faster insight to action. Customizable data & visualization with cross-channel performance reporting built to fit your business
- Scaled Management & Automation. Skai exclusive tools for scaling the effectiveness of your campaigns while increasing day-to-day efficiencies
- Omnichannel measurement. Accurately assess the incremental impact of your media, creating unique insights to fuel your overall omnichannel strategy & keep you focused on what matters most
For more information on Amazon DSP for Skai, please schedule a brief demo to see our cutting-edge functionality for yourself.